Translation. Region: Russian Federation –
Source: Moscow Government – Moscow Government –
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The number of young travelers is growing in Moscow. According to the capital's Tourism CommitteeAlmost a third of all visitors from Russian regions are aged 18 to 34. This age group is also growing among foreigners: in 2025, 56 percent of tourists in this age group visited the city from India, 53 percent from China, and 45 percent from the Middle East.
"In our experience, group excursion tourism tends to appeal to an average age of 45 and older, or to school tours where parents choose the program for their children. Young people aged 18-34, on the other hand, prefer independent travel tailored to their needs and simply want to spend time in Moscow. They only turn to tour operators in exceptional cases, through their hotels. For example, this New Year's Eve, there was high demand for a program celebrating the New Year with Snegurochka (the Snow Maiden)," shared a representative of the tour operator Tari Tour.
A trend toward aesthetics and interest in old Moscow
According to the guide Anastasia ShulginaYoung people are seeking vibrant experiences, perceiving Moscow as a city of opportunity and a tourism capital. Russian travelers are drawn to the historic center—they want to see Red Square on their first visit, familiar from the May holiday broadcasts and the chimes of the clock on New Year's Eve. Young Muscovites actively involved in tourism want to discover a different side of the capital: turning off Tverskaya Street into quiet side streets or wandering through the courtyards near Arbat.
Aesthetics is among the key trends. This is reflected in the demand for photo tours, as well as for locations featured in bloggers' stories and videos.
In winter, the guide notes a rise in event tourism, with millions of young people coming to participate in festivals and Christmas markets. In summer, in addition to year-round cultural and educational tourism, sporting tourism gains momentum, from free outdoor workshops to bike parades and mass runs.
"For today's youth, travel isn't just a vacation, but rather a journey in search of meaning, self-discovery, and truth. It's not about stepping out onto the streets in elegant style, but about understanding our cultural code. Many of the people I work with prefer Moscow to other cities because it has it all. In the capital, European aesthetics and Asian flair, historical memory and the frenetic pace of the metropolis, intertwine in a whimsical pattern. And everyone finds something they're interested in," added Anastasia Shulgina.
Guide Petr Posmakov maintains social media accounts, and the majority of his clients are tourists under 35, who fall into two broad categories. The first group appreciates the living history of old Moscow—travelers enjoy routes along Ivanovskaya Gorka, Taganka, and the German Quarter. The second group prefers the city's festival-filled and decorated atmosphere; guests attend events organized by various projects. Winter in Moscow orSummer in Moscow, are interested in the gastronomic program.
Digital services and conceptual environment
According to the front desk at the three-star Izmailovsky Park Hotel, travelers aged 18–34 often stay for one to three nights. Younger Russian tourists, compared to travelers aged 45 and older, rarely ask reception for advice on attractions, more often relying on online maps and recommendations. Meanwhile, foreigners are quite willing to browse printed materials with information about Moscow.
A representative of the StandArt design hotel explained that this audience accounts for approximately 30 percent of the total number of guests. While Russian citizens travel primarily for business, foreigners, often from the Middle East, come to experience Moscow's history. Regardless of the purpose of their trip, they are flexible and mobile, value speed and simplicity. For them, a hotel is more than just a place to sleep, but a place with a philosophy and concept where they can experience the local culture, become part of the community, and contribute to environmental stewardship.
This five-star hotel believes in customer-centricity and personalization. Young people tend to avoid face-to-face interactions and do everything online, preferably in no more than three clicks—from booking a room to ordering food and choosing a pillow type. Service delivery should be as seamless and automated as possible.
Based on the design hotel's experience, guests aged 18-34 prioritize sufficient power outlets for all their gadgets and a smart home system for controlling lighting and air conditioning. High-speed Wi-Fi is a default option, especially for those who combine work and leisure (bleisure travelers). A stylish and photogenic interior is also important, as many are active on social media.
Moscow City Tourism Committee is building a sustainable brand for the capital as one of Russia's leading tourist destinations. Year-round, Mosturism creates events that bring together residents and visitors, expanding the city's calendar with new activities. In winter and summer, Muscovites and tourists can immerse themselves in another era at the festival's historic venues. Moscow Estates, experience the capital's tea traditions at the "Moscow Tea Party," or sample the "Moscow Breakfast" at one of the hundreds of participating restaurants.
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Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.